Articles

Brand Museums: How Companies Tell Their Stories

by Dawn Papandrea on Content Marketing Institute

As brands seek new ways to tell their stories, some are finding value in creating brand museums to showcase their company history and heritage.

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CEOs should do a better job of tapping into the history and heritage of their companies and their brands to advance their goals. So argues Bruce Weindruch, CEO and founder of The History Factory and author of a new book about capitalizing on the heritage and history of organizations. This can be effective in marketing the…

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Some new brands are starting to get the hang of this practice; many “old” brands could do a much better job, explains Bruce Weindruch, CEO and founder of The History Factory and author of a book on capitalizing on the heritage and history of organizations. This can be effective in marketing the enterprise both to external…

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The manifesto hones in on practical techniques that can be applied in the workplace on both micro and macro levels to increase consumer visibility and connect initiatives to a larger audience. With countless examples of industry successes, Weindruch uses these real-life cases while tracing how to use a company’s history to create a specific narrative to draw…

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Heritage management enables companies to tap into the abundant wellspring of authentic stories that lie within every organization’s history. It can communicate an authentic brand story, unify distinct organizational cultures in the midst of a merger, or tell an old story in a new way to captivate and inspire employees.

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Why do some brands appear so much more authentic than others? The quest for brand authenticity among marketers has become akin to the search for the Holy Grail—a fool’s errand that ends in frustration. Authenticity is a subject that is endlessly debated, poorly defined and universally desired. A new study by public relations firm Cohn &…

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In our experience, marketers and communicators seeking authentic connections do well when they find what is unique, relevant and inspiring that can be brought forward through authentic storytelling. Unfortunately, many don’t realize that they are sitting on the well-spring of authenticity in the form of the organization’s inventory or experience — its heritage.

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“The millennial generation is one that really appreciates and values authenticity, originality and meaning, so a lot of marketers are using history to reach them. ” Thats what Bruce Weindruch told Knowledge@Wharton host Dan Loney earlier this week…

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Experience shows that companies that embrace history as a mechanism to chronicle their story are often the same ones cited as among the world’s leading innovators, greatest places to work, environmental stewards, value creators and most valuable brands. In working with them, we apply tools commonly seen in world-class literature, theatrical production or film to…

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Articles

The Hidden (in Virginia) Story of Brooks Brothers

by Nancy McKeon on Fashion Washington

The venerable men’s clothier Brooks Brothers has been a fixture in New York since being founded there in 1818. But it can be argued that the beating heart of the company resides some 20 miles west of Washington, D.C., in an industrial park in Chantilly, Va. That’s where the official Brooks Brothers historical archive resides

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